Monthly Top 5: Tips to a Better Mobile Strategy

The consumer experience across devices is becoming more fluid, or as the IAB has noted, there is a rise of a new liquid consumer. As device consumption continues to evolve and expand, travel consumers’ habits and behavior have also adjusted. Understanding travelers’ device usage is vital for marketers who want to reach and meaningfully engage this emerging liquid consumer.

While mobile adoption continues rising steadily, consumer behavior within the mobile environment varies. Which device a consumer uses depends not only on time of day but also where they are situated within the marketing funnel. Here’s what marketers need to know about how mobile consumers engage with travel content.

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Wendy Olson Killion

Senior Vice President, Expedia Group Media Solutions

Wendy Olson Killion is senior vice president of Expedia Group Media Solutions, the travel advertising platform of Expedia Group, and leads the business including product, engineering, strategy, operations, and partner-facing teams. Prior to this role, she was vice president of business development, where she oversaw the global teams responsible for managing advertising partner relationships and campaigns across the portfolio of Expedia Group travel brands. She previously directed global product development and marketing for the entire suite of advertising products, including display, email, social and mobile solutions. Before joining Expedia Group, Wendy led product management of the emerging channels and brands at Cars.com, including their mobile offerings. Wendy also previously spent five years at J.D. Power and Associates where she managed a suite of publications aimed at defining automotive marketing online, and co-founded the Automotive Marketing Roundtable conference. Wendy serves on the HSMAI Americas board and on the VisitBritain Tourism Advisory Council board. She is a graduate of the University of Puget Sound and lives in Washington state with her family.

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